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Ultra Music Festival

Intro

Each year, over 165,000 people from around the globe gather in Bayfront park to attend Ultra Music Festival, making it the biggest electronic music festival in the world. In 2014, Floridian Partners was hired by Ultra to ward off an effort by Miami’s mayor and other elected officials to terminate Ultra’s event agreement and remove their festival from its Bayfront Park location.

Objectives

  • Keep Ultra at Bayfront Park.
  • Convey the festival’s economic benefits to elected officials.

Action Taken

In order to keep Ultra Music Festival at Bayfront Park, it was important for Floridian Partners to change the public conversation from event mishaps to community benefits. By deploying a massive media relations strategy which emphasized the enormous economic benefits received by local hotels and businesses in Miami, in addition to the worldwide exposure the festival brings to the Miami Grand, Floridian was effectively able to inform both elected officials and those they represent of the importance of keeping the festival in downtown Miami’s majestic Bayfront Park.  Floridian also coordinated a downtown merchants campaign showing support for the festival, while also spearheading the strategic effort to both legally and procedurally block the termination of Ultra’s agreement with Bayfront Park.

Outcome

After months of working on behalf of Ultra, the media relations strategy campaign had successfully banded together enough supporters of the festival so that elected officials were fully aware of the public’s sentiment towards keeping the festival. In the end, the city commission voted to maintain the status quo by keeping the festival at Bayfront Park, where it still is today.